When consumers buy from small businesses on platforms like Etsy or Shopify, they may feel they are supporting independent makers rather than corporate giants. However, a growing number of these orders are fulfilled by Amazon's logistics network, often without the buyer's knowledge. Amazon's Multi-Channel Fulfillment program, which ships orders for outside merchants, now serves over 200,000 U.S. sellers and grew by roughly 70% in 2024 alone.
On May 4, 2026, Amazon launched Amazon Supply Chain Services, opening its warehouses, trucks, and delivery network to all businesses, from small brands to large corporations like Procter & Gamble and American Eagle. The service handles fulfillment for sellers on Shopify, Etsy, eBay, and TikTok Shop, with packaging left unmarked by design. This means a purchase from a small business may still involve Amazon's infrastructure.
Consumer behavior researchers highlight a growing dilemma: shoppers who intentionally avoid Amazon may inadvertently support it through fulfillment fees. Amazon collects roughly $15 per three-pound package shipped in two days, plus monthly storage fees, and gains visibility into competitors' sales data. CEO Andy Jassy described Supply Chain Services as a “major growth opportunity,” akin to Amazon Web Services.
Small businesses often choose Amazon's network for speed and efficiency. A founder shipping from a garage can only deliver in three to five days, while Amazon guarantees two-day delivery, which has become a standard expectation after 15 years of Prime. This forces small brands to balance ethical consumerism with practical logistics.
